Billion Dollar Boy
Loewe Squeeze Bag
The "Loewe Squeeze Bag" campaign by Billion Dollar Boy, LVMH, and Meta won gold in this category for its innovative, platform-native approach that positioned Loewe's new luxury bag, the Squeeze, as an instant icon.
Faced with the challenge of standing out in a saturated social feed, the campaign eschewed traditional ads in favour of a social-first strategy that celebrated the bag’s playful craftsmanship.
The campaign enlisted three personality-first creators and one craft creator, fostering creative collaboration through workshops that influenced the final content.
By utilising cutting-edge CGI and remixing content in unexpected ways, the campaign delivered visually compelling videos that resonated deeply with the target audience.
This approach resulted in outstanding engagement, with a 10% engagement rate—10 times higher than the average—28.2 million Reel plays, 29.2 million impressions, and over 10.4 million unique viewers, exemplifying the power of strategic, creator-driven partnerships in fashion marketing.
Judges Comments
“This content is absolutely outstanding and the results speak for themselves.”
